Information Processing Models
- Memory Based Model (Zaller)
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- Receive, Accept, Sample (RAS) model
- Considerations are processed and stored in memory
- These considerations are called "to the top of the head" for response
- More accessible considerations carry more weight in response
- Online Model (Lodge et al)
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- Opinions are formed and updated "on the fly"
- When new information about an object is encountered, the opinion is updated and stored in memory
- Updated opinion is retained, not necessarily the information that shaped it.